Redbox On Demand is rental service's second attempt at internet streaming

Redbox, known for its DVD and Blu-Ray rental kiosks, is making a second attempt at internet streaming with Redbox On Deman, a service that looks to take on industry incumbents Netflix and Amazon Prime Video.

Announced on Wednesday, Redbox On Demand is technically a public beta service that allows users to buy or rent movies on a wide variety of devices and platforms, from mobile to set-top-streamers.

Customers can access movies through a web interface and the Redbox app for iOS, Android, tvOS and a number of streaming devices like Chromecast and Roku, as well as LG and Samsung Smart TVs.

Redbox is banking on its ability to nab new releases before competitors. The company says Redbox On Demand offers "many of the same" new-release movies customers can find at physical kiosks. At the same time, the firm is filling out its VOD content library with popular movies and TV shows.

"The newest-release movies are not available in subscription streaming services," said Ash Eldifrawi, Chief Marketing and Customer Experience Officer at Redbox. "Redbox's stronghold on new releases has played a big factor in our ongoing relevance to consumers who crave the latest content."

Unlike its first — failed — foray into internet streaming, Redbox Instant, the new On Demand product is not subscription based. Instead, pricing starts at $3.99 for a 48-hour rental and $9.99 for most purchases. Redbox points out that purchased movies can be downloaded for later viewing, an option not offered by all services.

Today's announcement comes more than one year after Redbox began experimenting with a new internet service, then called Redbox Digital, by offering beta access to select customers.